According to the UNWTO, over 88% of destinations consider gastronomy a strategic element in defining their image and brand, and the World Food Travel Association estimates that gastronomy tourism generates an economic impact of $150 billion annually.
Today’s travellers are more experienced and worldly, have more disposable income and more leisure time to travel. Many tourists are looking for new kinds of visceral tasting, touching and learning experiences that allow them to feel fully immersed in the novelty of the culture of the destination. Food is more instinctive and immersive, and this is where gastronomy tourism can provide a wealth of unique experiences showcasing the distinct flavour of the destination.
Food tourism is a form of cultural preservation and should, says the World Tourism Organisation, be configured around the quality and authenticity of the product and territory.